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Famous, award-winning, most loved, in that order.IMO. Also, less is more, and age of work doesn’t matter if it’s good (and it isn’t all old) . Show me the hits.
Lead with your best, follow with your favorite, show scale and range in the middle, end with what you want to do more of.
I’m honestly trying to figure that out, and I’m happy to hear from other people. Right now I have:
#1 Super Bowl campaign for current client, not the best but it’s still a SB campaign
#2 Award-winning OOH campaign for an NGO
#3 TV campaign I still really like - might be my favourite campaign but I made this 6 years ago lol
#4 Art direction-intensive OOH campaign for current client
#5-#9 assortment of campaigns that are either fun or very nicely art directed. I think at this point the order of these ones is not super important
#10 dumb little radio spot I really enjoyed making for a current client
Coach
CDs rarely look past your top 2 so make sure they’re your best — and that it’s easy to quickly gather the quality of the rest of your work from your main/about me pages.
I’m a dumb junior so grain of salt here, make sure whatever you have at the bottom isn’t bad. Let’s say it’s 5-10 campaigns, I always look at the first two and the last piece. I’ve heard others do this as well. I question creatives that think bad work is book worthy, even if buried at the bottom.
Best (and most recent - they kind of go hand-in-hand), to the work that the next piece I add will kick out.
My top 3-4 projects are always a mix of my favorite pieces and my most recently added pieces.
I sometimes order based on who might be actively looking at it like RIGHT NOW, as in, if I know a recruiter needing help on a specific brand or category (sports eg) is looking/has asked for my link, I’ll front load with more sports/athlete related work (but also sprinkle in my best regardless of category)